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Changes to WAP mobile ads starting in September

Bing Ads WAP (Wireless Application Protocol) mobile ads are pay-per-click ads that are displayed on Bing and Yahoo mobile search results pages. The ads are displayed only to people who search using mobile phones that don't have full web browsers; they aren't displayed on smartphones.

In September 2015, Bing Ads Web UI will not allow you to create new text ads with the ad type: WAP mobile ad. Bing Ads Editor 10.9 will not support WAP mobile ads in any operation (sync, import, export). You will still be able to edit existing WAP mobile ads using Bing Ads Web UI and the V9 API services, however.

In November 2015, Bing Ads will no longer serve WAP mobile ads on search result pages in all languages and countries. Existing reporting and performance data will still be available for advertisers to reference.

In early 2016, Bing Ads will officially sunset WAP mobile ads from all entry points (Web UI, Editor, API). All reporting and performance data will not be available at that time.

Advertisers who are currently using WAP mobile ads are heavily encouraged to enable mobile preferred text ads in order to reach customers who are using mobile devices.

bing ads wireless application protocol

Like deprecating Content Ads, deprecating WAP mobile ads is a part of our constant effort to optimize the supply we have in order to deliver great ROI for our advertisers.

As always, feel free to let us know what you think at our Feature Suggestion forum, or you can ping us on Twitter.